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Shedd Aquarium (concept)
Branding/Logotype Design

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I grow up by the sea, so I have visited aquariums a lot when I was little. For this project I choose to rebrand Shedd Aquarium. The core concept is movement, fresh, engaging and reflection. Shedd Aquarium has a long history of doing research and helping sea creatures. Their mission is "sparking compassion, curiosity and conservation for the aquatic animal world". For the design, I incorporated Shedd Aquarium's mission and vision and created a dynamic mark. 

The line work mimics the movement of water, and it also represent the vitality of sea animals. 

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Light blue, as a color of compassion is chosen to mimic the color of the fish tank. By having the logotype and image interact with each other, it presents the concept of engaging.  

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